Bristol-based Vivo Clinic used a video of Real Housewives of Cheshire star Tanya Bardsley undergoing the procedure, which she referred to as "minky tightening", on its website.
Vivo’s “non-surgical” vaginal tightening procedure involves two different treatments – one where a “FemiWand” is positioned inside the vagina to rotate and give off ultra-sound waves, and another where a “contraction ball” is inserted.
In the clip, WAG Tanya – married to Burnley footballer Phil Bardsley – clutches a glass of Prosecco as the contraction ball works its magic, while pal Dawn Ward looks on.
After a complaint by Refinery29 UK was made, the clinic – which has branches all over the country and in Europe – was found in breach of two rules by the Advertising Standards Authority (ASA) and was ordered to remove the video from its website.
The complainant accused the company of trivialising the “potentially dangerous” procedure by claiming it can be “performed on your lunch break”.
They also moaned that the use of the video was “irresponsible” as the reality stars laugh and joke about the treatment while both knocking back fizz.
The ASA statement read: "We acknowledged that the Femiwand procedure, which involved the insertion of a probe into the vagina, was non-surgical but was nonetheless not without risks and was not something which should be undertaken lightly."
It also ruled Vivo Clinic's ad was "misleading" because it failed to find evidence to support claims the procedure was effective at treating the conditions it highlighted.
“They said that there was credible evidence from their patients to show that their treatment improved vaginal and mental health,” the ASA judgement read.
“We had not seen any documentary evidence to demonstrate that the FemiWand was a CE-marked medical device or licensed by the MHRA or under the auspices of EMA.
“Because of that, no medical claims could be made for the product. In addition, we had not been provided with any documentary evidence to support the claims that the product could be used to provide treatment for the conditions listed in the ad.
“We therefore concluded that the ad breached the Code.”
In response, the Vivo Clinic said the FemiWand product was a “CE marked device” and as with any non-invasive or cosmetic procedure, “there was always contraindications”, but there was “no evidence to suggest the Femiwand procedure was harmful”.
In light of the video, the ASA said: “The video featured the woman’s comical reaction to the procedure while her friends were seen drinking Prosecco and laughing.
“We considered that the casual and humorous style of the video clip coupled with the frivolous message ‘FemiWand is a 20-mintue procedure that can be performed on your lunch break’ trivialised the nature of the procedure.”
Vivo Clinic denied the video was irresponsible, arguing the video was filmed for ITVBe show The Real Housewives of Cheshire and that Tanya had received real treatment.
It also claimed patients had reported "improved vaginal and mental health".
We previously told how a mum claims her £1,900 designer vagina has transformed her sex life and made her feel 15 years younger in the bedroom.
Meanwhile doctors have issued a warning about the dangers of "vaginal scraping" as women try to remove all traces of their ex.
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